The queues snaked long as Swedish Apple enthusiasts wanted to get their hands on the company’s new smart watch. But is it really the performance or the brand itself create hype around the gadget?
When Apple’s latest product, the smart watch Apple Watch, released in the US in late April emptied the warehouse in a few hours. When during the Friday morning came to Sweden was the many shoppers who had gathered outside electronics stores. Among them was Tony Khwanma line since Thursday evening.
– If I had been forced to stand here a week, I had done it. But it’s performance is most important, he said.
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Frans Melin, PhD in brand strategy, believes that it is primarily the strength of the brand, creating hype around the product.
– There are some who do not at all intend to buy such a watch but who buys a precisely because it is from Apple. The brand has a tremendous appeal, he said.
No matter what the company is launching is always an interest, but how the product is later received, you never know, he says.
– Strong brands make it possible to launch products in the categories that you otherwise could not imagine. At the same time one must consider what the brand can carry, for one can go too far outside the framework, he said.
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